摘要：随着网络覆盖范围不断扩大，以及智能终端的快速普及，越来越多的电商模式融入人们的日常生活。O2O模式正是在这种契机中诞生的电商模式。O2O：Online to Offline，即线上到线下，也就是消费者在网上订好产品或服务，并在网上支付相关费用，然后去实体店消费产品或享受服务。团购，在O2O模式中是最早也是最为成功的一个例子。
现如今，依附互联网强大优势，信息化充斥着整个世界，想要取得成功，拥有骄人战绩，我们一定要掌握一个完备的战术体系，还要懂得创新，才能立于不败之地。在市场经济主导下，每个行业的竞争激烈程度，简直惨不忍睹，与此同时，学者们对消费者行为的认识和了解也不断加深，与此关联的理论和资料也非常之多。31772
本文采用实证研究的方式，根据影响消费者购买决策的因素，并由此设计问卷调查。通过对调查数据的统计与分析，我们得出了一套行之有效的方法，并且，将论文中所呈现的一些情况也作了相应的结论。
毕业论文关键词：团购，O2O模式，消费者，购买决策
 Study on the influence of the decision factors of consumers to buy local life O2O group purchase mode——to The United States Mission as an example
Abstract：With the network coverage continues to expand,and intelligent terminal of the rapid popularization,more and more business model into people's daily life..O2O mode is born in this opportunity in business model.O2O:Online to offline,that line to the next line，also is the consumers in the online book good products or services,online and pay the relevant fees，and then go to the store to the consumer products or to enjoy the service.Group purchase，in O2O mode is an example of the earliest and most successful.
Now rely on the Internet is a powerful advantage technology information filled with the whole world，you want to be successful，have a remarkable record，we must master a complete tactical system，but also know how to innovate，to remain invincible.In under the guidance of the market economy，the competition in every industry，is simply appalling.At the same time，scholars awareness and understanding of consumer behavior also continues to deepen，and the correlation theories and data are also very much.
This paper uses empirical research methods,according to the influencing factors of consumer purchasing decisions，and thus the design of the questionnaire.Through the statistics and analysis of the survey data，we draw a set of effective methods.At the same time，appears in the course of this study were summarized in this paper.
Key words: group purchase，O2O mode，consumer，purchase decision
 目录
一、绪论    1
（一）研究背景及问题提出    1
（二）研究目的    2
（三）研究意义    3
（四）研究框架    4
二、O2O模式    4
（一）O2O模式相关理论    4
（二）本地生活O2O概述    5
（三）生活团购类O2O未来趋势    6
（四）O2O理论研究    7
三、消费者购买决策    7
（一）消费者购买决策概念    7
（二）EBM模型概述    8
（三）EBM模型介绍    8
四、消费者购买决策的特点    8
（一）目的特性    8
（二）过程特性    9
（三）需求特性    9
（四）复杂特性    9
（五）情景特性    10
五、数据统计    10
优尔、数据分析    12
（一）价格    12 本地生活团购类美团网O2O模式下影响消费者购买决策因素分析:http://www.youerw.com/guanli/lunwen_28044.html